GEORGE.

SOUNIA.

TIFFANY.

HANNAH.final presentation.

want to know more?come on a ride with us.

WHO ARE WE?We’re a team of passionate professionals dedicated to cycling culture, products, and community.

Located on 16th and U St. in Northwest Washington DC, we set up shop in an unbeatable location, surrounded by creative people, hungry to bring sustainability to the roads of our nation’s Capitol.

The shop offers bikes, bike parts, rentals, and repairs for local bike owners. The focus, however, is on road/outdoor cycling.

Hip and modern, the store does not discriminate on who comes in our door.

If you love cycling, we’ll help you find your speed – bespoke style.

CLIENTELE• Beginner to seasoned cyclist• Ages 18-60• Recreational cyclist• Local commuters• Green consumers

STRENGTHS• Prime location• Quality bikes and equipment• Culture of excellence + loyalty to customers• Passionate• Local• Hip-factor

OPPORTUNITIES• Demographics – unique client base• Poor customer service by competing shops• Developing a brand around a burgeoning neighborhood• Targeting metro riders

THE BRANDTHE LOOK - Visual identity

Logo and logo usageColor paletteTypography

THE FEEL - PersonalityAttributes

THE MESSAGE - MessagingTaglinesKey messaging

THE LOOKLogo – “made to order”

Serious and bold + playful and funThe bike was incorporated in to visual convey an inviting to ride with us

Color Palette – goldenrod + greyGoldenrod is fun but subdued and sophisticatedGrey is reminiscent of the most foundational part of a bike – the frameSimilar to the cyclist – a quiet type of racer – this palette is sleek but strong

TypographyThe type’s simple lines are charactertistic of the dynamics of a bikeLetters are lowercase - inviting casualness and removing pretentiousness and traditional

grammar

THE FEEL

TailoredAuthentic

TrustworthyReliable

Intentional

THE MESSAGE bespoke is a haven for bike lovers. More than a bike shop. Guided by

simplicity.

Environmentally friendly.Downright obsessed with bikes.Committed to community, cycling culture, and customer service.Truly believe that relationships sell more bikes than a good sales pitch.We’re your neighbors, and we want to keep it that way.

“What’s your speed?” – our tagline reaffirms the idea that bespoke is tailoredand specific to our customers.

beSOMETHING

300 x 600

720 x 300

336 x 280

WEBSITEwww.bespokedc.net

SOCIAL MEDIA

Facebook www.facebook.com/bespokewashingtondc

Twitter@DCbespoke

Instagram@bespoke_DC

ENGAGEMENT STRATEGY

Strategy 1: beSEENStrategy 2: beVOCALStrategy 3: beSOCIAL

STRATEGY 1:Print ads in the following magazinesWashingtonian MagazinePreventionWashington PostBicyclingCycling Times

Wall billboards/posters in Washington Area Metro Transit Stations – focused on beMOBILEFocused on our commuter audiencePlaced at U St. Metro + Dupont Circle Metro Stations primarily

Mobile billboard on Metro Bus lines 90, 92, and 93 (U Street-Garfield Line)Billboards on these lines will be engage thousands of people dailyTravel between multiple neighborhoods, including 16th St., Adams Morgan, Florida Ave., and Eastern Market

STRATEGY 2: Street Team MarketingRecruit young, energetic team of bike enthusiasts + bespoke employeesFocused on word of mouth marketingPostcard style collateral promoting website and social media accounts – card gets them free gift in storeHave a presence at fitness/health/wellness festivals or social events in town

Radio spot with local radio stations15-30 second radio ad during first 6 months of openingTarget the following:

WTOP – Washington’s top news stationWHUR-FM – Howard University’s radio stationXM Satellite RadioWGTB – Georgetown University radio stationAd spots on Pandora for locals with Washington area zip codes registered to their accounts

STRATEGY 3: Presence on social media sites, including Facebook, Twitter, Instagram + websiteTeam will be responsive to customer feedbackConnect, communicate, and engage with customers as well as promote content in store and online to tie networks to the store’s daily, weekly, and monthly happeningsSetting community goals + sponsoring community events and social media giveawaysDevelop relationships with local bloggers and local online influencers to drive positive reviews + contentCreate a rewards program designed around customers earning points

Grand Opening + 6th Month Anniversary/Appreciation EventsHost a grand opening event to celebrate the store’s opening + throw a party to celebrate the 6 th month anniversary of the store being openedBlock party style – music, games, food on behalf of the bespoke teamAdvertisement done via social media, the website, and the street team

Q&AASK AWAY